In a recent brand extension of its existing Alpenliebe confectionery portfolio, Perfetti Van Melle India (PVMI) has launched Alpenliebe Juzt Jelly. Targeted at kids on the irresistibility proposition, the new product comes in the shape of a strawberry chewy with real pulp of the fruit.
The new product will be endorsed by Kajol who has been associated with Alpenliebe. Priced at Re 1, the brand is currently available only in the Southern market.
Commenting on Kajol’s association with the brand, Nikhil Sharma, Director Marketing, Perfetti Van Melle India, said, “Kajol is loved for her energetic & vivacious personality. She comes across as infectiously mischievous & blessed with a bubbly enthusiasm that is contagious. Her association with the ‘Alpenliebe’ brand has been cemented over the last few years where she has essayed a number of interesting roles centered on greed, all of whom have been loved by our consumers. With the launch of Alpenliebe Juzt Jelly which as a format is full of fun, it was only fair that this commercial too had the same effervescent protagonist.”
The product launch is accompanied by a TVC created by McCann Erickson, PVMI’s partner ad agency. The brief was to create a clutter breaking TVC, which would take a tongue-in-cheek dig at traditional love-bound relationships and how they’re being twisted by this new mouthwatering product. The TVC has been shot by veteran ad film maker, Abhijit Chaudhuri.